Normality

What it measures

The scale assesses how normal or typical something is perceived to be, a foundational judgment relevant to research on social norms and conformity.

Response format

7-point semantic differential

Scale items

• is not normal / is normal
• occurs infrequently / occurs frequently
• is atypical / is typical
• is unacceptable / is acceptable

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Source not stated by Luangrath, Peck, and Gustafsson (2020), who appear to have created the scale themselves for a pretest with MTurk participants. Reliability was excellent (α = .97). Validity wasn't separately assessed. One item's wording may need context-specific adjustment, since what counts as 'normal' can vary considerably by situation.

Citation

Luangrath, A.W., Peck, J., & Gustafsson, A. (2020). Should I Touch the Customer? Rethinking Interpersonal Touch Effects from the Perspective of the Touch Initiator. Journal of Consumer Research, 47(4), 588–607.

Keywords